Audi A3 – Grandpa Bode Miller – Out of Control

[YouTubeUlar] <— 203


Although I believe the Audi A3 is actually the first car from Audi that signifies the beginning of the downfall of sexy design from my favorite German auto manufacturer… I still love this car and especially love this commercial. Let me say it again… Bode Miller + Out of Control + Audi quattro = Genius.

For those of you new to my idealistic and very passionate representation of brands and technology here at – I’ve been a major fan of Audi since the mid 1990s, bought my first Audi in 2003 (a 1997 A4 that now has 234,000 miles + counting) and picked up a 2013 S4 supercharged quattro just this past year. The original Audi quattro changed the automotive world. Similar to Apple releasing the macintosh in 1984… what Audi was doing in 1984 also took hold as the single most important development in the auto industry that would change my life down the road.

No pun intended… haha – It is hard to explain the difference of All Wheel Drive vs. 4 Wheel Drive vs. Audi quattro. I would gladly show you if you want to take a ride to the hills in our next snowstorm, but if you must read – start here. Or if you want to get your motion picture view on – go here.

Now, back to the beginning of the design downfall. How long does it take for a brand to lose it’s leadership in design? Well, let’s look at how long it takes to “build good design”, also known as “brand” an idea. It took an entire decade to build quattro and two decades to design and build the image of Audi around quattro. It can take decades to build something great… and design something that ultimately takes hold and is respected as a product leader, but in the end… I would have to say you can lose it much faster then it takes to build it.

Audi lost one of their key designers, Peter Schreyer to KIA back in 2006 and it is starting to take effect now. Peter Schreyer, who is now the President and Chief Design Officer of Hyundai and Kia Motors was brought into that company with a completely blank design slate… and look what he has done. I won’t be the first one to admit that I’ve double checked a few KIA models in the last two years, but what he is doing at KIA is working… and what Audi is doing is starting to slide. It may not be a big slide, and I certainly hope Audi hasn’t quite reached it’s peak in design, but remember… you lose it a lot faster than you build it. I hope Apple, my other lifelong power brand realizes this.

Ultimately Audi could lose all their design luster… and I would still drive one simply because there is zero comparison for quattro and there probably never will be. Obviously Audi is part of a larger Volkswagen Automotive Group, but who drives those? Volkswagen’s are for girls. Škoda‘s are for Russians… and SEAT‘s… ummm, no – don’t even get me started. SEAT’s are for chinese mexicans… but that is what they said about KIA’s before Peter Schreyer started design cars for them.

Perhaps I could graduate to a Bentley, Bugatti, Lamborghini or Porsche in the future years… but I highly doubt I will ever find the passion of owning and talking positively about these brands. KIA on the other hand … hmmmmm?

[Automotive World Interview with Peter Schreyer]
[Peter Schreyer ‘s Passion for Design Video] <— 4,136

New Audi Commercials

[YouTubeUlar] <— 26,508 Audi "Elements" ... 1000% absolutely love this. It makes me want to drive in the snow... right now. Genius. [YouTubeUlar] <— 21,867 Audi "Rally" ... I love that music. Genius. [YouTubeUlar] <— 21,195 Audi "Why" ... Emotional, simple and watchable. Genius. [YouTubeUlar] <— 32,393 Audi "LED" ... Something so badawesomeness about those LED lights and 15 second advertisements. Genius. [YouTubeUlar] <— 209,594 Audi "It Couldn't Be Done" ... Love the throwback footage or the history of Audi and the 1983 Audi quattro that changed it all. Super genius. Genius, genius, genius, genius, super genius. Can't say much for Audi's new campaign on their Audi Connect system. Those are so horrible I won't even link to them. Well, ok... maybe here and here – not genius.

Talking about quattro? This look back into 1983 does not suck!

Tour of Audi R18 e-tron quattro with Andre Lotterer

[YouTubeUlar] <— 135 A quick look inside the 2012 24 Hours of Le Mans winning Audi R18 Hybrid V6 Turbo Diesel. This is the first hybrid car to claim the championship at the grueling 24 hour race in France. Audi continues their winning dominance at Le Mans overtaking Toyota this year for their 8th win in the last 9 years.

24 Hours of Le Mans Past Winners

  • 1999 – BMW V12 LMR
  • 2000 – Audi R8
  • 2001 – Audi R8
  • 2002 – Audi R8
  • 2003 – Bentley Speed 8
  • 2004 – Audi R8
  • 2005 – Audi R8
  • 2006 – Audi R10 TDI
  • 2007 – Audi R10 TDI
  • 2008 – Audi R10 TDI
  • 2009 – Peugeot 908 HDi FAP
  • 2010 – Audi R15 TDI plus
  • 2011 – Audi R18 TDI
  • 2012 – Audi R18 e-tron quattro

WARNING! If you aren’t bored, do NOT click on or start watching these ridiculously bad ass and “free” movies recapping the 2008 and 2011 Audi Le Mans wins.

[Le Mans Recap]

Audi – 2012 Brand Movie

[528,579] <— YouTubeUlar This reminds me... Where is the Hydle 2012 Brand Video? Awesomeness Blackbox Case VersaTowel ColoradoFlags Capper HydleAle This line up... is lining up.

Audi – e-tron Sound of the Future

[YouTubeUlar] <— 340 views

“Audi’s future e-tron models will cover long distances powered by practically silent electric motors. To ensure that pedestrians in urban settings will hear them, the brand has developed a synthetic solution: Audi e-sound.”

Silent electric with artificial sweetening. What would your Audi e-tron R8 sound like?

Audi R18 e-tron quattro

[YouTubeUlar] <— 12,270

“Audi’s first big motor sport program in 1981 was based on the quattro permanent four-wheel drive. After numerous championship wins and the banning of four-wheel drive in FIA circuit-based racing series for the 1998 season, a model from Ingolstadt and Neckarsulm with four driven wheels now returns to the race tracks — the Audi R18 e-tron quattro.”

Time to play hybrid at Le Mans this year – Go team.

A Collaboration of Two of My Brands

Apple has chosen an Audi edit to showcase the new Final Cut Pro X which was just released today. It is always great to see my number 1 and number 2 brands working together.

Watch this revolutionary edit and look for this shot above (1:05)… and tell me you don’t want to go jump in an Audi R8 and do that.


A Day in the Life of an Audi Driver

[YouTube] <— 3,146 Marketing through education... genius.

Audi is a dominant force at Le Mans, winning 9 times in the last 11 years and it’s an aspect of Audi that perfectly exemplifies the Audi ethos and approach to engineering and product development. In short, it’s Vorsprung durch Technik in action.

In 1923, the winning LeMans team completed 128 laps in 24 hours. Last year, an Audi R15 TDI plus completed a record setting 397 laps.

Full Credits:
Agency: BBH London
Art Director: Kevin Stark
Client: Audi
Writer: Allan McNish
Writer: Nick Kidney
BBH Creative Director: Nick Kidney
BBH Creative Director: Kevin Stark
BBH Producer: Matt Towell
BBH Strategy Director: Neil Godber
BBH Strategy Director: Simeon Adams
BBH Team Manager: Polly Knowles
BBH Team Director: Simon Coles
Production Company: Passion Pictures
Director: Chris Hemming
Producer: Belle Buckley
Director of Photography: TBC
Post Production: Passion Pictures
Illustrator: Tim Marrs
Editing House: Passion Pictures
Sound: Factory Studios